P&G deploys eye-tracking to analyze display ad effectiveness

05/30/2013 | Adweek

Eye-tracking software startup Sticky is teaming up with Procter & Gamble in Europe to monitor the eye movements of 14 million paid participants around the globe. The aim of the partnership is to cut down on money being wasted on display ads that aren't being seen. "Applying Sticky's tracking to our digital media campaigns will help us to optimize and increase our ROI on digital marketing investments in some campaigns up to 25%," said Krister Karjalainen, head of digital for P&G Nordic.

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